Performance Evaluation Of Organic Food Attributes To Increase Customer Satisfaction And Loyalty Stevia Septiani 1 , Ujang Sumarwan 2 , Mukhamad Najib 3 IPB University {steviaseptiani@apps.ipb.ac.id} Abstract. Organic food is one solution for global food sustainability in the future. Although its existence has a positive impact on farmers and consumers, the development of the domestic organic food market is still limited. This study aims to formulate a market development strategy for organic food products through evaluation of the marketing mix performance. Data were collected from 527 respondents in 5 big cities, namely Jakarta, Bandung, Semarang, Surabaya, and Bali. Data analysis methods used in this study include descriptive analysis, Importance Performance Analysis and Customer Satisfaction Index. In general, the profile of organic food consumers is dominated by women, the middle class who are well educated, and established age. The results showed that Price is an attribute of the marketing mix that is in the A quadrant which needs to be improved immediately. The majority of consumer’s view that the quantity of organic food purchased is not in accordance with the value of the money they paid. In addition, the marketing mix such as product quality, price discounts, product availability, ease of access are very important attributes for consumers. In general, the Customer Satisfaction Index of organic food products is quite good (71.28%). Keywords: organic food; importance performance analysis; customer satisfaction index; market development; customer loyalty 1 Introduction Food safety is one of the important issues in the world because it is related to the sustainability of the global food system in the future. One alternative in maintaining the balance of nature and sustainable food consumption is to use organic farming methods. The existence of organic agriculture in Indonesia has strategic benefits, because in addition to supporting food security, organic farming is also able to encourage local farmers to be more competitive. Central government support is shown through the “1000 organic village” program. Furthermore, AOI data shows that issues of food safety, health, environment, and taste are part of the reasons for consumers to choose healthy food (SPOI, 2019). Globally, organic farming is gaining popularity, both from farmers and consumers. The agricultural area under organic cultivation has increased almost 5-fold in the last 20 years, from 15 million hectares in 2000, to about 71.5 million hectares in 2018 (FAO, 2020). Indonesia's prospects to become an organic food-producing country are very large. In the Asian region, Indonesia occupies the fourth position as the country with the largest organic farming area with a land area of 208 042 ha and the number of producers as many as 17 948 (FiBL & IFOAM 2019). However, limited access and resources have made the productivity of organic agricultural ICAS 2021, September 15, Bandung, Indonesia Copyright © 2022 EAI DOI 10.4108/eai.15-9-2021.2315205